Universal Parks & Resorts has undergone a rebrand to "better reflect" the changing nature of its offerings.

Comcast NBCUniversal's theme park arm will now operate as Universal Destinations & Experiences, signalling how the company is diversifying by expanding Universal's branded entertainment, culinary, gaming and consumer product experiences into new markets and regions – as well as on new platforms in both the physical and virtual worlds.

The move comes after the company recently announced two, new original concepts – a theme park designed for families with young children and a year-round horror-inspired entertainment experience that is an extension to its successful Halloween Horror Nights franchise.

In addition, the company recently opened the highly anticipated Super Nintendo World at Universal Studios Hollywood.

Mark Woodbury, Chairman and Chief Executive Officer, Universal Destinations & Experiences, said: "Universal Destinations & Experiences aligns with our aspiration to be the Destination of Choice in the markets where we are today and the markets we enter in the future.

“We are thrilled to expand how we bring the Universal brand to life in new, immersive and compelling ways for fans around the world using our rich collection of stories, characters and franchises.”